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Introducing marketing research

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The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions.

Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance.

Written as an introduction to marketing research for students taking a one-semester module, "Introducing Market Research" includes chapters on business to business marketing research and Internet marketing research.

The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

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Product Details
John Wiley & Sons Inc
0471497703 / 9780471497707
Paperback / softback
658.83
22/04/2002
United States
English
xvii, 350 pages : illustrations (black and white)
24 cm
postgraduate /research & professional /undergraduate Learn More